Was Sydney Sweeney’s controversial Novig ad designed to get us talking?

An advertising campaign showing American actress Sydney Sweeney posing with sports equipment while wearing little to no clothing has drawn criticism from female athletes, who say it sexualises and disrespects women in sport.

It’s not the first time an ad featuring Sweeney has sparked controversy. A 2025 American Eagle campaign drew backlash, though the American actress said she was surprised by the reaction. But with Sweeney herself involved in developing the Novig campaign, was getting people talking the whole point? #sydneysweeney #usanews

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